GLOBAL: Heineken prepares 'Continental Shift' rugby push
Heineken is readying its advertising campaign centring on this year's rugby World Cup.
The brewer, which holds the 'Official Beer of the Rugby World Cup' title, said today (13 June) that the campaign, entitled 'Continental Shift', has recently launched and will start the countdown to the tournament's opening game in France on 7 September.
A television advert will be the centrepiece of the push, based around the idea that rugby fans will do anything to get to the world cup. Filmed in several locations around the world, the fans are seen scrumming down together to shift the world's continents closer to Paris.
"(The new campaign) creates a unique atmosphere around the tournament and will bring enjoyment to Heineken rugby fans around the world," said Melinda Eskell, manager of Heineken brand communication. "We want to show the epic nature of this world-class event and our world-class beer. It's all about fans, the game and our beer working as one to literally bring the world closer together."
The campaign comprises a range of activities, Heineken said, including television and ten-second break bumpers, print ads, cinema ads, on- and off-premise promotions, promotional packaging, consumer PR activities, and a website, www.heineken.com/rwc2007, which contains the Heineken Fantasy Rugby 2007 game.
The TV commercial recently aired for the first time in New Zealand.
Heineken said its partnership with the tournament will be activated with particular focus on the major rugby playing nations of France, the UK, Ireland, Australia, New Zealand and South Africa.
Danish reports yesterday (6 December) have suggested that the head of the UK's largest trade union for brewery workers has sided with Carlsberg and Heineken in their attempts to acquire Scottish & New...
The head of Scottish & Newcastle has been quoted this week as saying he has a "bone to pick" with its joint venture partner, Carlsberg....
Heineken has won the race to acquire Serbian brewer Rodic....
Scottish & Newcastle has said it expects an arbitration ruling on its disagreement with Carlsberg over their joint venture to be made in June....
Kingway Brewery is the latest beer company to warn of commodity costs hitting its bottom line....
Carlsberg has confirmed that it and Heineken have held meetings recently with shareholders in Scottish & Newcastle, with a view to resolving their takeover deadlock....
Scottish & Newcastle has confirmed its plans for its first brewery in Vietnam....
Scottish & Newcastle has reiterated its reluctance to discuss a potential deal with Carlsberg and Heineken....
- What Brexit means for drinks industry? - Analysis
- Is there a future for the global beer brand?
- What does Brexit mean for AB InBev's SAB deal?
- Can fruit cider survive UK slowdown? - Focus
- Non-Scotch Whisky Essentials, Part II
- The UK Referendum - just-drinks Live Blog
- Aldi dealt alcohol sales blow in Australia
- Maxxium eyes US$1.4bn opportunity in UK spirits
- Ex-William Grant CEO Stella David re-joins Bacardi
- UK spirits producers braced for Brexit impact
- Adultifying Soft Drinks; Capitalizing on rising adult demand for non-alcoholic beverages
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends
- Spirits and Wine: Corporate Overview
- Global RTD insights - market forecasts, product innovation and consumer trends
- Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends